Introduction to Marketing

Transcription

1 Syllabus Introduction to Marketing Overview This one-semester elective course is intended as a practical, hands-on guide to help you understand marketing as a critical business function. This course is structured into lessons and Activities as follows: The first two lessons discuss the scope of marketing, its impact on society, and the fundamental differences between goods and services. The next two lessons deal with basic economic theory and how it defines various types of markets. The next four lessons provide students an understanding of consumer behavior from the perspectives of psychology and demographics, both through observation and research. They also explain the four Ps of marketing: product, price, place and promotion. The next lesson explains the product life cycle, which is a fundamental tool to understand the growth and development of products. The next five lessons discuss how branding, pricing, and distribution strategies depend on the choice of product, the product life cycle stage, and the type of market. The next four lessons discuss advertising and how technology affects various marketing functions including selling, advertising, and customer relationships. The last lesson focuses on careers in marketing and the skills you d need for different job roles. You will submit the documents to your teacher and will check your own answers in the Activities that accompany each lesson. Each lesson also has a multiple-choice mastery test. A multiple-choice end-of-semester test completes the course. The Activities (submitted to the teacher) and the Activities (self-checked) are major components of this course. Goals By the end of this course, you will have done the following: Understood the role of marketing as a critical business function and its impact on society. Explored various types of markets, businesses, and products and their interrelationships. Explored these marketing functions: product development, sales and distribution, advertising, logistics, and research. Understood the impact of technology on marketing. Understood the sociological, psychological, and economic dimensions of marketing EDMENTUM, INC.

2 Identified and evaluated different careers in marketing. Prerequisite Skills Introduction to Marketing is a beginning class that does not have specific prerequisites. Nevertheless, these fundamental skills will be helpful: an interest in people and factors that influence their buying behavior observation and research skills ability to work with numbers and other types of data familiarity with the writing process General Skills To participate in this course, you should be able to do the following: Complete basic operations with word processing software, such as Microsoft Word or Google Docs. Understand the basics of presentation software, such as Microsoft Power Point. Perform online research using various search engines and library databases. Communicate through and participate in discussion boards. For a complete list of general skills that are required for participation in online courses, refer to the Prerequisites section of the Plato Student Orientation document, found at the beginning of this course. Credit Value Introduction to Marketing is a 0.5-credit course. Materials Notebook Presentation software Computer with Internet connection and speakers or headphones Microsoft Word or equivalent 2

3 Pacing Guide This course description and pacing guide is intended to help you stay on schedule with your work. Note that your course instructor may modify the schedule to meet the specific needs of your class. Day /Objective Type Orientation Review the Plato Student Orientation and Syllabus at the beginning of this course. What Is Marketing? Define the scope and impact of marketing on business and society. Products and Services Describe how types of markets and customers shape products and services. Foundation Economics Explain how economic theory affects marketing. Market Environment Describe markets and their key influences. Marketing Mix What Is Marketing? Customer Segmentation Explain the relevance of segmentation and positioning within a choice of markets. Market Research Explain the structure and importance of market research as an allied function. Buyer Behavior Describe key stages and influences in the buying process. Product Life Cycle Explain the PLC as a tool for marketing decisions. 3

4 Marketing Research and Analysis Segmenting Markets Branding Explain the importance of branding as part of a marketing strategy. Costing Explain the impact of costs on marketing activity. Pricing Strategies Explain the importance of pricing methods within the marketing mix. Pricing and Purchase Premium on Brands Managing Channels Explain the importance of managing channels in the marketing plan. Retail Management Explain the importance of the retailing activity. Direct and Online Marketing Explain the importance of direct marketing as a selling strategy. Selling Techniques Identify desirable features of a good sales strategy. Customer Relationship Management Explain how customer relationship management can affect profitability. Distribution Online Marketing 4

5 Advertising Fundamentals Explain the importance of advertising in the marketing mix. Search and Banner Advertising Describe techniques used in online advertising. Getting the Right Marketing Job Identify various options for a career in marketing. Advertising Ads That Work Review End of Semester Test Assessment 5